After a heavy defeat at home to Denmark and failing to qualify for the World Cup, morale among Irish soccer fans was at a low ebb. The FAI needed to reignite the passion among the fans and get them pumped up for the new season ahead.
With upcoming grudge matches agains old foes Wales and Northern Ireland, a chance for revenge against Denmark and two crunch Euro qualifiers on the cards it was time to get serious. Mad serious.
The Mad Serious season ticket campaign aimed to showcase the passion of the Irish players and dial the drama up to 11, all in a tongue-in-cheek fashion.